’This is not a business park’. This was the brief given to us when we were asked to look at a brand re-positioning and marketing campaign for Towers. A park located in Didsbury, south of Manchester city centre, with plenty of open green space around the buildings and whilst Didsbury itself is a lovely area with many amenities and a lot of independents, Towers Business Park (at the time) was lacking in soul and reasons to dwell. DS.E set about re-defining the proposition and creating an environment where you would not only want to come to work, but stay outside of your normal working hours to benefit from the environment.
First we engaged with all the occupiers, including BA, John Lewis and Virgin, to listen to what they would like from their workplace environment. Following this we curated a program or improvements, events, activities and a charity tie-up and Towers Life was born. Towers is now a place that extends beyond 9 to 5, that is connected to Didsbury through services and amenity and a place where people love coming to work. Having created the proposition we reflected this with the brand and marketing, it now ‘Towers above the rest’ and is not what you would call a typical business park.